It is an unadvertised price. Will ring up $999 at the store. I got mine around June 15th, people saying the $999 price is still good as of today. Again, it is in-store only for $999. Great price for this TV.

We have an LG 60LM7200 that we got for 1299 during the black friday sale at BB. It's a pretty nice TV for the price. I'm thinking that the 55 you're looking at should be quite similar. Beware of the 240Hz claim though.